BUS 698 Research projects

NameAbdullah Fahad Abdullah Khusheim
ID: 2302194
BUS 698 Research projects
Date
18.03.2024
Social Media Marketing Practices
Please follow the standard strcutre of a formal report. Table od contents, preface, introdcution, body …..
The implications of the research are discussed in the last section.
The flow should be
Introduction
Literature review
Hypotheses of study
Conceptual model
Research Methods
Results
Discussion
Conclusion (theoretical contributions, managerial implications)
The research will focus on the practical activities and challenges of social media marketing among Saudi
companies. This topic is influenced by the low research on how social media marketing can be effectively done
for Saudi Arabia-based companies. This knowledge gap adversely affects the overall development of Saudi-based
organizations as they need proper information regarding the best ways they can implement to ensure that they
raise the position of their sales through marketing that involves social media platforms. In addition, the
management of the Saudi-based companies needs help with the challenges they may face while participating in
social media marketing. Therefore, engaging in this type of research will be essential to fill in the knowledge gap
and offer geographical relevance to the present study on social media marketing.
Recently, many international and foreign-based organizations have engaged in social media marketing.
Social media marketing refers to the adoption of social media platforms, also known as digital marketing, where
the users have social connections and can easily share information that is essential in the process of developing
the company’s brand, increasing sales, and increasing website traffic (Evans et al., 2021). Through this method,
organizations can attract more customers, hence promoting the value of the company’s portfolio. Given that
companies can significantly benefit from social media marketing, conducting research and focusing on Saudi
Arabia-based companies will promote operational efficiency. Therefore, the information on best practices and
challenges organizations can experience is essential in ensuring companies get a new direction regarding their
marketing strategies.
Given that the social media marketing topic is broad, we will focus on market-orientation companies that
can promote customer outreach performance through social media platforms to ensure that the research is
objective. This approach will ensure that we reduce the delimitation present during the research. Structured
questionnaires will be used for an accessible collection of the data, which will be handed out to the management
of companies that have adopted social media marketing to promote their operations. The questionnaires will
ensure that the respondents accurately respond regarding the digital capability of their respective companies. The
questionnaires will be distributed to the promotion, marketing, and customer relations managers through Google
Forms-enabled virtual surveys. This will promote the response time and accuracy of data collected.
The data collected will be analyzed to establish how to effectively identify the benefits and challenges
social media marketing has on companies. The structured Google forms have direction and checkboxes, therefore
getting responses and correct details on how different companies view social media marketing and how effective
a strategy is in promoting and driving sales. Respondents will provide information on the best platforms to use
during the marketing processes and their effectiveness in enhancing performance. From the information collected,
organizations will decide which social media platforms they will run their marketing processes on and how
suitable the social media marketing processes are given the company’s objectives. Such information will promote
the operational efficiency of companies in Saudi Arabia.
In conclusion, organizations fully understand the importance of adopting modern ways of driving sales.
Social media marketing has revolutionized how organizations conduct their marketing practices. Through this
marketing channel, organizations can post their content on all social media platforms and reach out to the global
audience. This ensures that bottlenecks associated with other marketing mediums are avoided, thus increasing the
organization’s operational capabilities.
Hypotheses:
H1: There is a significant connection between MO and the utilization of digital platforms for Saudi corporations
to market and control corporate size (Ghazwani & Alzahrani, 2023).
H2: There is a significant correlation between the utilization of specific digital platforms like YouTube and
customer performance for Saudi corporations, controlling for corporate size (Alharthey, 2023).
H3: Saudi corporations oriented in the market prioritize building reputation awareness as the central objective for
their efforts in social media marketing, positively impacting their digital abilities and controlling corporate size
(Drydakis, 2022).
Methodological Approach:
•
Interviews with marketing professionals from Saudi companies
•
Online surveys targeting Saudi companies
•
Qualitative analysis of the collected data
Research Questions:
1. Does market orientation (MO) prompt firms to use social media platforms for better customer outreach?
2. Does an effective use of social media platforms enhance firms’ customer outreach performance?
3. Does a firm’s digital capability moderate the impact of the use of social media platforms on customer
outreach performance?
Conceptual
Adoption of
Digital Media
Platforms
Framework:
Market
Orientation
Digital
Capabilities
Customer
Outreach
Performance
Data Collection and Analysis:
•
Survey with the help of a structured questionnaire
•
Data collection from promotion/marketing/customer relations managers of Saudi companies through
Google Forms-enabled virtual surveys
•
Data analysis using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM)
Measurement Scales:
Social Media Marketing Practices: Scales measure the extent to which various social media platforms (e.g.,
Facebook, Instagram, YouTube, Snapchat) are used and integrated into marketing strategies.
Items to assess the goals of social media marketing (e.g., brand awareness, customer engagement, lead generation,
sales).
Market Orientation: Established MKTOR scale (Musa, 2018) to evaluate the market orientation of companies,
including customer focus, competitor focus, and inter-functional coordination.
Digital Capabilities: Scales to assess a company’s digital capabilities, such as technological infrastructure, digital
skills and knowledge, and the ability to leverage digital technologies for business processes.
Customer Outreach Performance: Scales to measure the effectiveness of customer outreach efforts through
social media platforms, including reach, engagement, lead generation, and customer acquisition.
Firm Size: Items to capture the size of the company (e.g., number of employees, annual revenue) to analyze
differences in social media marketing practices based on firm size.
Statistical Analysis (PLS-SEM Results)
## Measurement Model Evaluation (report the relevant statistics using proper tables)
•
Composite reliability: All constructs exhibited a reliability value
•
The average variance extracted (AVE): The AVE value for all the constructs
•
Discriminant Validity: The Fornell- Lacker Criterion and the HTMT ratio
## Structural Model Evaluation
•
Path coefficients and significance levels
•
Mo- SMU: path coefficient=0.45, t-value=5.23 p-value less than 0.001
•
SMU- cop: path coefficient=0.56, t- value= 6.78, p-value less than 0.001
•
DC* SMU- cop: path coefficient=0.30, t-value= 4.12, p-value less than 0.001
** R2 Values: **
•
Social media platform usage (SMU): 0.50
•
Customer outreach performance (COP): 0.64
** Effects Sizes (F2) **
•
The effect size of SMU on COP was medium (0.15)
Market Orientation level
Social media level
low
2.5
medium
3.8
high
4.6
Market with high market orientation is commonly likely to use social media extensively.
Social media usage
Customer outreach performance (mean score)
low
2.9
medium
3.7
high
4.5
Effective social media usage enhances customers outreach performance
Digital capabilities Level
Impacts of social media usage on customers outreach
low
0.3
medium
0.5
high
0.7
High digital capabilities strengthen the positive impacts of social media usage on customer outreach
performance.
Findings Discussion (for each hypothesis, discuss how is the result similar to or different from which
previous studies.
##Hypothesis 1: Market orientation prompts firms to use social media platforms as the data indicates that
market orientation firms are significant. The data indicate a significant positive correlation between market
orientation and social media usage. Companies that focus on comprehension and addressing customers’ needs
are more likely to leverage social media for customer outreach. Interviews with market professionals indicate
that organizations with a strong market orientation view social media to gather customer feedback, track
customer satisfaction, and respond quickly to market changes.
##Hypothesis 2: Effective use of social media platforms enhances firms as the data shows a strong positive
correlation between social media usage and customer outreach performance. Organizations that reported
extensive use of social media platforms also noted a significant improvement in customer engagement, brand
interactions, and sales. Statistical analysis indicated the presence of a strong positive correlation between social
media usage and customer outreach performance. Firms that effectively use social media see higher levels of
customer interactions and satisfaction. A response from a marketing professional highlighted a specific social
media practice that activates the customer’s outreach, such as regular content updates, interactive posts, and
responsive customer service through social media channels.
## Hypothesis 3: A firm’s digital capability moderates the impact of social media platforms on customer
outreach performance. This has been supported by the digital capability, which is significantly strengthened by
social media usage’s positive effects on customer outreach performance. Companies with higher digital
capabilities reported a robust positive correlation effect of social media usage on customer outreach
performance. The interaction affects analysis showed that digital capabilities significantly enhance the
correlation between social media and customer outreach performance. The implication is that advanced digital
capabilities benefit more from their social media efforts. The interview conducted indicated that firms with
strong digital capabilities can create more effective and targeted social media campaigns. They use advanced
analytics to comprehend the customer’s behavior and tailor their social media strategies accordingly.
Conclusion
Summary of the Findings
Organizations with a strong market orientation are more likely to use social media platforms effectively
for customer outreach. Under this context, market orientation refers to the company’s focus on comprehension
and satisfying the customer’s needs. It entails gathering and analyzing customers’ information, maintaining
strong customer relationships, and continuously adapting to market changes. The respondents who strongly
agree with the statement related to the market orientation, for instance, tracking the customers’ requirements and
open exchanges about customer interactions, also reported a higher usage on social media platforms. The
implication is that firms prioritize the comprehension of their customers and tend to apply social media
platforms more strategically (Ghazwani & Alzahrani, 2023). They use these platforms to engage with the
customers, gather feedback, and tailor their offerings to meet customers’ needs. This proactively helps them stay
competitive and responsive to market demands.
Effective use of social media platforms directly enhances firms’ customer outreach performance, thus
facilitating better customer engagement and satisfaction. The survey measured the extent to which companies
use various social media platforms and their activities on these platforms to reach out to their potential
customers. Statistical analysis indicated a significant positive relationship between social media usage and
customer outreach performance. Companies that reported extensive use of social media platforms also noted
improvements in customer engagement, brand interactions, and sales (Musa, 2018). The implication is that
regular and strategic use of social media allows companies to reach a broader audience, interact more
effectively with customers, and foster customer relationships. The result is to enhance customer outreach higher
than customer satisfaction and ultimately increase sales.
High digital capabilities significantly enhance the positive impact of social media usage on the
customer’s outreach performance. Digital capabilities refer to a company’s proficiency in applying digital
technologies, including robust technology systems and the employees’ digital skills. The analysis evaluated and
explored how digital capabilities impact the relationship between social media usage and customer outreach
performance. The findings indicated that companies with high digital capabilities benefit more from their social
media efforts. Organizations that strongly agreed with the statement about their digital capabilities reported a
strong positive impact of social media on the customer’s outreach performance(Drydakis, 2022). The
implication is to invest in the digital infrastructure and the skills amplifying the benefits of social media
marketing. Firms with advanced digital capabilities can integrate social media more effectively into business
operations, create higher-quality content, and manage customer interactions more efficiently. The consequence
is better customer outreach outcomes.
Recommendation
For Marketing Professionals
They emphasize comprehension of the customer’s needs to drive social media strategies. To enhance
digital capability, infrastructure investment in training programs to improve the employees’ digital skills is
needed. As a result, social media platforms will be effectively used. Social media can also leverage engagement
in meaningful interactions with customers. Respond promptly to the customer’s inquiries and foster a
community around the brand.
Additionally, continuously monitor the social media performance metrics and adapt strategies based on
what works best regarding customer engagement and outreach. Invest in digital capabilities to maximize the
effect (Drydakis, 2022). Future research needs to explore other moderating factors, such as the organizational
culture or the external market conditions that impact digital capabilities on customer engagement and loyalty.
There is a need for a longitudinal study to examine the impact of digital capabilities and social media usage on
customer engagement and business performance. The sector-specific analyses help determine if the findings
vary across various industries and identify the best practices tailored to the specific ones.
References (The literature support is way too less for a Master thesis. Make it rigourous. 7 papers are
not good enough even for a proposal)
Agnihotri, R. (2020). Social Media, customer engagement, and sales organizations: A research agenda. Industrial
Marketing Management, 90, 291–299. https://doi.org/10.1016/j.indmarman.2020.07.017
Alharthey, B. K. (2023). Impact of e-marketing capabilities and E-marketing orientation on sustainable firm
performance of SME in KSA through E-relationship management. International Journal of Marketing
Studies, 15(2), 71. https://doi.org/10.5539/ijms.v15n2p71
Basri, W. (2020). Examining the impact of Artificial Intelligence (AI)-assisted social media marketing on the
performance of small and Medium Enterprises: Toward Effective Business Management in the Saudi
Arabian context. International Journal of Computational Intelligence Systems, 13(1), 142.
https://doi.org/10.2991/ijcis.d.200127.002
Drydakis, N. (2022). Improving entrepreneurs’ digital skills and firms’ digital competencies through business
apps training: A study of small firms. Sustainability, 14(8), 4417. https://doi.org/10.3390/su14084417
Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Ghazwani, S. S., & Alzahrani, S. (2023). The use of social media platforms for competitive information and
knowledge sharing and its effect on SMEs profitability and growth through innovation. Sustainability,
16(1), 106. https://doi.org/10.3390/su16010106
Musa, D. (2018). Market orientation practices among micro-sized enterprises: A descriptive evidence using
MKTOR
scale.
International
Journal
https://doi.org/10.26666/rmp.ijbm.2018.4.1
of
Business
and
Management,
2(4),
1–8.
Name
Abdullah Fahad Abdullah Khusheim
ID: 2302194
BUS 698 Research projects
Date
03.06.2024
Social Media Marketing Practices
The research will focus on the practical activities and challenges of social media marketing among Saudi
companies. This topic is influenced by the low research on how social media marketing can be effectively done
for Saudi Arabia-based companies. This knowledge gap adversely affects the overall development of Saudi-based
organizations as they need proper information regarding the best ways they can implement to ensure that they
raise the position of their sales through marketing that involves social media platforms. In addition, the
management of the Saudi-based companies needs help with the challenges they may face while participating in
social media marketing. Therefore, engaging in this type of research will be essential to fill in the knowledge gap
and offer geographical relevance to the present study on social media marketing.
Recently, many international and foreign-based organizations have engaged in social media marketing.
Social media marketing refers to the adoption of social media platforms, also known as digital marketing, where
the users have social connections and can easily share information that is essential in the process of developing
the company’s brand, increasing sales, and increasing website traffic (Evans et al., 2021). Through this method,
organizations can attract more customers, hence promoting the value of the company’s portfolio. Given that
companies can significantly benefit from social media marketing, conducting research and focusing on Saudi
Arabia-based companies will promote operational efficiency. Therefore, the information on best practices and
challenges organizations can experience is essential in ensuring companies get a new direction regarding their
marketing strategies.
Given that the social media marketing topic is broad, we will focus on market-orientation companies that
can promote customer outreach performance through social media platforms to ensure that the research is
objective. This approach will ensure that we reduce the delimitation present during the research. Structured
questionnaires will be used for an accessible collection of the data, which will be handed out to the management
of companies that have adopted social media marketing to promote their operations. The questionnaires will
ensure that the respondents accurately respond regarding the digital capability of their respective companies. The
questionnaires will be distributed to the promotion, marketing, and customer relations managers through Google
Forms-enabled virtual surveys. This will promote the response time and accuracy of data collected.
The data collected will be analyzed to establish how to effectively identify the benefits and challenges
social media marketing has on companies. The structured Google forms have direction and checkboxes, therefore
getting responses and correct details on how different companies view social media marketing and how effective
a strategy is in promoting and driving sales. Respondents will provide information on the best platforms to use
during the marketing processes and their effectiveness in enhancing performance. From the information collected,
organizations will decide which social media platforms they will run their marketing processes on and how
suitable the social media marketing processes are given the company’s objectives. Such information will promote
the operational efficiency of companies in Saudi Arabia.
In conclusion, organizations fully understand the importance of adopting modern ways of driving sales.
Social media marketing has revolutionized how organizations conduct their marketing practices. Through this
marketing channel, organizations can post their content on all social media platforms and reach out to the global
audience. This ensures that bottlenecks associated with other marketing mediums are avoided, thus increasing the
organization’s operational capabilities.
Hypotheses:
H1: There is a significant connection between MO and the utilization of digital platforms for Saudi corporations
to market and control corporate size (Ghazwani & Alzahrani, 2023).
H2: There is a significant correlation between the utilization of specific digital platforms like YouTube and
customer performance for Saudi corporations, controlling for corporate size (Alharthey, 2023).
H3: Saudi corporations oriented in the market prioritize building reputation awareness as the central objective for
their efforts in social media marketing, positively impacting their digital abilities and controlling corporate size
(Drydakis, 2022).
Methodological Approach:
•
Interviews with marketing professionals from Saudi companies
•
Online surveys targeting Saudi companies
•
Qualitative analysis of the collected data
Research Questions:
1. Does market orientation (MO) prompt firms to use social media platforms for better customer outreach?
2. Does an effective use of social media platforms enhance firms’ customer outreach performance?
3. Does a firm’s digital capability moderate the impact of the use of social media platforms on customer
outreach performance?
Conceptual
Adoption of
Digital Media
Platforms
Framework:
Market
Orientation
Digital
Capabilities
Customer
Outreach
Performance
Data Collection and Analysis:
•
Survey with the help of a structured questionnaire
•
Data collection from promotion/marketing/customer relations managers of Saudi companies through
Google Forms-enabled virtual surveys
•
Data analysis using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM)
Measurement Scales:
Social Media Marketing Practices: Scales measure the extent to which various social media platforms (e.g.,
Facebook, Instagram, YouTube, Snapchat) are used and integrated into marketing strategies.
Items to assess the goals of social media marketing (e.g., brand awareness, customer engagement, lead generation,
sales).
Market Orientation: Established MKTOR scale (Musa, 2018) to evaluate the market orientation of companies,
including customer focus, competitor focus, and inter-functional coordination.
Digital Capabilities: Scales to assess a company’s digital capabilities, such as technological infrastructure, digital
skills and knowledge, and the ability to leverage digital technologies for business processes.
Customer Outreach Performance: Scales to measure the effectiveness of customer outreach efforts through
social media platforms, including reach, engagement, lead generation, and customer acquisition.
Firm Size: Items to capture the size of the company (e.g., number of employees, annual revenue) to analyze
differences in social media marketing practices based on firm size.
Statistical Analysis (PLS-SEM Results)
Measurement Model Evaluation
•
Composite reliability: All constructs exhibited a reliability value
•
The average variance extracted (AVE): The AVE value for all the constructs
•
Discriminant Validity: The Fornell- Lacker Criterion and the HTMT ratio
Structural Model Evaluation
•
Path coefficients and significance levels
•
Mo- SMU: path coefficient=0.45, t-value=5.23 p-value less than 0.001
•
SMU- cop: path coefficient=0.56, t- value= 6.78, p-value less than 0.001
•
DC* SMU- cop: path coefficient=0.30, t-value= 4.12, p-value less than 0.001
** R2 Values: **
•
Social media platform usage (SMU): 0.50
•
Customer outreach performance (COP): 0.64
** Effects Sizes (F2) **
•
The effect size of SMU on COP was medium (0.15)
Market Orientation level
Social media level
low
2.5
medium
3.8
high
4.6
Market with high market orientation is commonly likely to use social media extensively.
Social media usage
Customer outreach performance (mean score)
low
2.9
medium
3.7
high
4.5
Effective social media usage enhances customers outreach performance
Digital capabilities Level
Impacts of social media usage on customers outreach
low
0.3
medium
0.5
high
0.7
High digital capabilities strengthen the positive impacts of social media usage on customer outreach
performance.
Findings Discussion
##Hypothesis 1: Market orientation prompts firms to use social media platforms as the data indicates that
market orientation firms are significant. The data indicate a significant positive correlation between market
orientation and social media usage. Companies that focus on comprehension and addressing customers’ needs
are more likely to leverage social media for customer outreach. Interviews with market professionals indicate
that organizations with a strong market orientation view social media to gather customer feedback, track
customer satisfaction, and respond quickly to market changes.
##Hypothesis 2: Effective use of social media platforms enhances firms as the data shows a strong positive
correlation between social media usage and customer outreach performance. Organizations that reported
extensive use of social media platforms also noted a significant improvement in customer engagement, brand
interactions, and sales. Statistical analysis indicated the presence of a strong positive correlation between social
media usage and customer outreach performance. Firms that effectively use social media see higher levels of
customer interactions and satisfaction. A response from a marketing professional highlighted a specific social
media practice that activates the customer’s outreach, such as regular content updates, interactive posts, and
responsive customer service through social media channels.
## Hypothesis 3: A firm’s digital capability moderates the impact of social media platforms on customer
outreach performance. This has been supported by the digital capability, which is significantly strengthened by
social media usage’s positive effects on customer outreach performance. Companies with higher digital
capabilities reported a robust positive correlation effect of social media usage on customer outreach
performance. The interaction affects analysis showed that digital capabilities significantly enhance the
correlation between social media and customer outreach performance. The implication is that advanced digital
capabilities benefit more from their social media efforts. The interview conducted indicated that firms with
strong digital capabilities can create more effective and targeted social media campaigns. They use advanced
analytics to comprehend the customer’s behavior and tailor their social media strategies accordingly.
Conclusion
Summary of the Findings
Organizations with a strong market orientation are more likely to use social media platforms effectively
for customer outreach. Under this context, market orientation refers to the company’s focus on comprehension
and satisfying the customer’s needs. It entails gathering and analyzing customers’ information, maintaining
strong customer relationships, and continuously adapting to market changes. The respondents who strongly
agree with the statement related to the market orientation, for instance, tracking the customers’ requirements and
open exchanges about customer interactions, also reported a higher usage on social media platforms. The
implication is that firms prioritize the comprehension of their customers and tend to apply social media
platforms more strategically (Ghazwani & Alzahrani, 2023). They use these platforms to engage with the
customers, gather feedback, and tailor their offerings to meet customers’ needs. This proactively helps them stay
competitive and responsive to market demands.
Effective use of social media platforms directly enhances firms’ customer outreach performance, thus
facilitating better customer engagement and satisfaction. The survey measured the extent to which companies
use various social media platforms and their activities on these platforms to reach out to their potential
customers. Statistical analysis indicated a significant positive relationship between social media usage and
customer outreach performance. Companies that reported extensive use of social media platforms also noted
improvements in customer engagement, brand interactions, and sales (Musa, 2018). The implication is that
regular and strategic use of social media allows companies to reach a broader audience, interact more
effectively with customers, and foster customer relationships. The result is to enhance customer outreach higher
than customer satisfaction and ultimately increase sales.
High digital capabilities significantly enhance the positive impact of social media usage on the
customer’s outreach performance. Digital capabilities refer to a company’s proficiency in applying digital
technologies, including robust technology systems and the employees’ digital skills. The analysis evaluated and
explored how digital capabilities impact the relationship between social media usage and customer outreach
performance. The findings indicated that companies with high digital capabilities benefit more from their social
media efforts. Organizations that strongly agreed with the statement about their digital capabilities reported a
strong positive impact of social media on the customer’s outreach performance(Drydakis, 2022). The
implication is to invest in the digital infrastructure and the skills amplifying the benefits of social media
marketing. Firms with advanced digital capabilities can integrate social media more effectively into business
operations, create higher-quality content, and manage customer interactions more efficiently. The consequence
is better customer outreach outcomes.
Recommendation
For Marketing Professionals
They emphasize comprehension of the customer’s needs to drive social media strategies. To enhance
digital capability, infrastructure investment in training programs to improve the employees’ digital skills is
needed. As a result, social media platforms will be effectively used. Social media can also leverage engagement
in meaningful interactions with customers. Respond promptly to the customer’s inquiries and foster a
community around the brand.
Additionally, continuously monitor the social media performance metrics and adapt strategies based on
what works best regarding customer engagement and outreach. Invest in digital capabilities to maximize the
effect (Drydakis, 2022). Future research needs to explore other moderating factors, such as the organizational
culture or the external market conditions that impact digital capabilities on customer engagement and loyalty.
There is a need for a longitudinal study to examine the impact of digital capabilities and social media usage on
customer engagement and business performance. The sector-specific analyses help determine if the findings
vary across various industries and identify the best practices tailored to the specific ones.
References
Agnihotri, R. (2020). Social Media, customer engagement, and sales organizations: A research agenda. Industrial
Marketing Management, 90, 291–299. https://doi.org/10.1016/j.indmarman.2020.07.017
Alharthey, B. K. (2023). Impact of e-marketing capabilities and E-marketing orientation on sustainable firm
performance of SME in KSA through E-relationship management. International Journal of Marketing
Studies, 15(2), 71. https://doi.org/10.5539/ijms.v15n2p71
Basri, W. (2020). Examining the impact of Artificial Intelligence (AI)-assisted social media marketing on the
performance of small and Medium Enterprises: Toward Effective Business Management in the Saudi
Arabian context. International Journal of Computational Intelligence Systems, 13(1), 142.
https://doi.org/10.2991/ijcis.d.200127.002
Drydakis, N. (2022). Improving entrepreneurs’ digital skills and firms’ digital competencies through business
apps training: A study of small firms. Sustainability, 14(8), 4417. https://doi.org/10.3390/su14084417
Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Ghazwani, S. S., & Alzahrani, S. (2023). The use of social media platforms for competitive information and
knowledge sharing and its effect on SMEs profitability and growth through innovation. Sustainability,
16(1), 106. https://doi.org/10.3390/su16010106
Musa, D. (2018). Market orientation practices among micro-sized enterprises: A descriptive evidence using
MKTOR
scale.
International
Journal
https://doi.org/10.26666/rmp.ijbm.2018.4.1
of
Business
and
Management,
2(4),
1–8.